Luận văn thạc sĩ UEH perceived risk, attitude towards airline e ticket purchase intention

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS HO CHI MINH CITY



NGUYỄN NGỌC TƯỜNG VI

PERCEIVED RISK, ATTITUDE TOWARDS

AIRLINE E-TICKET PURCHASE INTENTION

MASTER THESIS

Ho Chi Minh City – 2011

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MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS HO CHI MINH CITY



NGUYỄN NGỌC TƯỜNG VI

PERCEIVED RISK, ATTITUDE TOWARDS

AIRLINE E-TICKET PURCHASE INTENTION

MAJOR: BUSINESS ADMINISTRATION

MAJOR CODE: 60.34.05

MASTER THESIS

INSTRUCTOR: PROF. NGUYỄN ĐÌNH THỌ

Ho Chi Minh City – 2011

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ACKNOWLEDGEMENT

I would like to express my deepest gratitude to my research Instructor, Prof.

Nguyen Dinh Tho for his intensive support, valuable suggestions, guidance and

encouragement during the course of my study.

I would like to express my sincere gratitude to all of my teachers at Faculty of

Business Administration and Postgraduate Faculty, University of Economics Ho Chi

Minh City for their teaching and guidance during my MBA course.

I would like to specially express my thanks to all of my classmates, my friends

from www.caohockinhte.vn for their support and encouragement.

I would also like to avail this opportunity to express my appreciation to Prof.

Nguyen Dinh Tho, UEH Board of Directors for creating MBA program in English and

Dr. Tran Ha Minh Quan for his support during the course.

Finally, I heartily dedicate this study to my beloved parents and my husband, Tran

Hao Hiep who have always sacrificed to encourage and support me during my study.

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ABSTRACT

Nowadays, Internet makes getting a ticket more convenient since the service is

available at any geographical location at anytime, any day so that number of consumers

who book travel tickets online is growing. When airlines shift from paper-based ticket to

e-ticket, customers’ acceptance will become important for both sides: companies and

buyers. A high perceived risk level implies that consumers expect the service purchased

online leads to a reduction in perceived benefits. Any risk perceptions affect consumers’

willingness to book tickets over the Internet negatively.

Because the problem discussed above, there was a need for further investigation

into the area. The target of this research was examining the influence of perceived risk on

customer behavior. This study analyzed the types of perceived risk when considering

buying tickets through Internet. The result showed that the perceived risk factors that

would affect to the intention to buy tickets online in Ho Chi Minh City is financial risk,

psychological risk, time risk and convenience risk.

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION .......................................................................... 1

1.1. Background ................................................................................................... 1

1.2. Problem statement......................................................................................... 3

1.3. Research objectives....................................................................................... 4

1.4. Scope and research methodology.................................................................. 4

1.5. Structure of study.......................................................................................... 4

CHAPTER 2: LITERATURE REVIEW.............................................................. 6

2.1. Perceived risk................................................................................................ 6

2.1.1. Financial risk....................................................................................... 6

2.1.2. Psychological risk ............................................................................... 7

2.1.3. Time risk ............................................................................................. 8

2.1.4. Convenience risk................................................................................. 8

2.2. Passenger attitude towards e-ticket purchase and purchase intention .......... 9

CHAPTER 3: RESEARCH METHODOLOGY................................................ 12

3.1 Research process......................................................................................... 12

3.2 Questionnaire and scale design................................................................... 12

3.3 Sampling method ........................................................................................ 15

3.4 Data collection and analysis method........................................................... 15

3.4.1. Data collection method ..................................................................... 15

3.4.2. Data analysis method ........................................................................ 16

CHAPTER 4: RESEARCH RESULTS............................................................... 18

4.1 Descriptive statistics ................................................................................... 18

4.2 Reliability test ............................................................................................. 18

4.3 Exploratory Factor Analysis (EFA)............................................................ 20

4.4 ANOVA test................................................................................................ 23

4.4.1 Comparison of different ages............................................................ 23

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4.4.2 Comparison of different genders ...................................................... 24

4.4.3 Comparison of different levels of education .................................... 25

4.5 Regression analysis..................................................................................... 26

CHAPTER 5: CONCLUSIONS.......................................................................... 29

5.1 Conclusions................................................................................................. 29

5.2 Managerial implications.............................................................................. 31

5.3. Research limitations.................................................................................... 33

REFERENCE LIST .............................................................................................. 35

APENDIX A: OFFICIAL QUESTIONNAIRE (ENGLISH VERSION)......... 38

APENDIX B: OFFICIAL QUESTIONNAIRE (VIETNAMESE VERSION) 41

APENDIX C: CRONBACH’S ALPHA ANALYSIS ......................................... 44

APENDIX D: EXPLORATORY FACTOR ANALYSIS .................................. 49

APENDIX E: ANOVA TEST............................................................................... 53

APENDIX F: REGRESSION ANALYSIS.......................................................... 56

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